5x increase in keyword rankings.

First, we wanted to understand the purpose behind the brand — starting with the audience's needs when it comes to buying a log cabin. We did this by building customer personas: fictional characters representing the key characteristics of a group of users, identified through segmentation data.

These personas helped us understand what customers actually needed, which shaped what content to create. We found that long-form editorial content — content that educated rather than sold — performed best, and that the audience's preferred platform for discovering it was Facebook.

We researched short, mid, and long-tail keywords, mapped against each stage of the buyer's journey — awareness, consideration, and conversion. This let us understand exactly what content was needed, and when.

Our analysis showed the site lacked informational pages. Building more of them would draw visitors in at the awareness stage — the top of the funnel — building trust before leading them down toward consideration and conversion.

We focused our research on long-tail, question-based searches — "how to" and "what is" style queries — prioritising high-volume, low-difficulty keywords with a real chance of reaching the top positions.

We wrote a wave of informational content, and the results followed. An article on "Log Cabin Lighting Ideas" reached position 1 and brought in over 4,200 sessions. Another, targeting "Best Wood Log Cabins Wood Preserver", also hit position 1 — generating over 4,100 sessions and building brand awareness along the way.

We also created a 16-page log cabin buying guide, available as a free download, answering the questions customers were already asking — including whether they need planning permission, and how to choose the right cabin. It built up a library of informational keywords the brand now owns, alongside navigational, commercial, and transactional terms that help drive sales directly.